Research On Driving Factors And Action Mechanism Of Green Behavior Of Paper Enterprises

From the perspective of the current era,green-friendly products are promising now and in the future.The implementation of environmentally friendly green behavior is the key to the long-term competitive advantage of papermaking enterprises.However,in the face of increasingly severe environmental resource difficulties,the The response was quite different.Some companies had a negative attitude towards green behavior,and some companies actively implemented green behavior.So,what are the factors that drive the emergence of corporate green behavior? How do they affect the company's green behavior? How to motivate enterprises to take the initiative to practice green behavior and promote the greening process of paper industry? This article focuses on these issues in-depth research.This article integrates multidisciplinary knowledge such as psychology,behavior management,environmental economics,etc.Based on resource-based theory,strategic cognition theory,stakeholder theory,product life-cycle management theory and other theories,a combination of theoretical analysis and empirical testing is adopted.Methods,using principal component analysis and structural equation modeling to explore the decision-making motivation of papermaking enterprises 'green behavior,identify the driving factors that affect each green behavior and study their mechanism of action,and on this basis,propose to promote papermaking Suggestions on countermeasures for the enterprise's greening process.The main research contents and innovative work of this article are as follows:First,through the analysis of the development status of China's paper industry,the current development problems of China's paper industry are clarified.Based on resource-based theory,strategic cognition theory,stakeholder theory and group behavior dynamics theory,35 green paper companies The influencing factors of behavior,through the questionnaire survey to eliminate the 15 influencing factors with smaller mean value,get 20 key factors that drive 5 aspects of green behavior of papermaking enterprises,and identify them as objective resources,subjective cognition,market The five dimensions of effect,public pressure and government regulation.Second,based on the product life cycle management theory,the green behavior of papermaking enterprises is divided into three aspects: green innovation,green production and end governance.The mechanism model of the mechanism of green paper driving factors of papermaking enterprises is built.The 16 research hypothesespresented.Identify the driving factors that affect the path of paper companies' green behavior.Lastly,ccording to the conclusion of the study,countermeasures and suggestions for promoting the green behavior of paper-making enterprises were proposed from three aspects: the enterprise,the public,and the government,to verify the reliability of the theoretical assumptions and the constructed model in actual practice.This paper systematically discusses the driving factors and mechanism of its green behavior decision-making based on the papermaking enterprise's own characteristics and related theories,using factor analysis and structural equation modeling methods,and innovatively uses enterprise subjective cognition as an intermediary variable to confirm The intermediary role of managers' green cognition in other factors and green behavior is given,and specific countermeasures and suggestions for promoting the green development of papermaking enterprises are given.The research results further enrich and improve the green behavior decision theory and formulate more reasonable environmental regulations for the government The policy provides a theoretical reference and hopes to better promote the greening of China's paper industry.